The Impact of Online Economic Transactions on Brand Development: A Case Study of Van Houten Chocolate Entrepreneurship in Garut

Authors

  • Elpita Dinanti Universitas Garut
  • Rahyuniati Setiawan Universitas Garut
  • Intan Permana Universitas Garut
  • Fikri Aziz Athoillah Universitas Garut

Keywords:

brand, economy online, entrepreneursip

Abstract

This study examines the influence of brand reputation, brand trust, and online customer reviews on purchasing decisions. Popular food and beverage brands in Indonesia are experiencing problems with low market share. This entrepreneurial problem may be addressed by increasing brand trust, especially in online economic transactions. The study used a quantitative descriptive method with 30 participants to obtain data on the brand growth of the Van Houten chocolate entrepreneurial brand. The data collection process used a cross-sectional survey approach conducted face-to-face and virtually. The collected data were analyzed using multiple regression using SPSS software. The results of the data analysis indicate that online economic transactions play a role in increasing the entrepreneurial brand's brand. Furthermore, consumer security and trust also play an important role in providing product reviews, which can be interpreted through data analysis results that exceed the significance level >0.05. Thus, efforts to improve a good reputation and positive reviews from previous customers and increase brand trust to improve purchasing decisions are very important.

Published

2025-07-13

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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